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By Natalie Mortimer, N/A

April 17, 2014 | 2 min read

Toyota Motor Europe, has today unveiled a new online campaign, ‘Fall in love with driving again’, which the car maker hopes will boost the popularity of its Hybrid cars.

Developed by Saatchi and Saatchi London, the campaign aims to highlight the “positive emotions” felt when driving in congested cities in a Hybrid.

The first film of the new campaign shows drivers in Rome participating in an experiment by driving the routes they normally drive in both Hybrid and non-Hybrid vehicles.

The drivers’ emotions are then analysed to determine how stressed or happy they are after driving a petrol or diesel and a Hybrid car.

Dario Giustini, Toyota brand and marketing communications senior manager, commented: “This is an exciting time for Toyota in Europe. Toyota is the leader in Hybrid technology and one of our objectives is to be a facilitator of better driving experiences.

“The objective of our marketing campaign is to demonstrate that consumers fall in love with driving again thanks to Toyota Hybrid.”

The film, which breaks in the UK in May, will be rolled out across European Markets followed by a series of online films that “bust the myths” about Hybrid cars. Social and location-based marketing is set to follow.

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